Shutterfly this week accidentally sent out emails that congratulated its members on the arrival of their new baby. The problem? Many, if not all, of those email recipients don’t actually have a new baby.

The email, titled “Congratula​tions on your new arrival,” included a photo of a toddler gently kissing her newborn sibling on his/her head, and a congratulatory message from Shutterfly that also encouraged members to purchase thank you cards. “Find one that matches your birth announcement!” the email said.

“This morning, an email was sent unintentionally to some customers. We deeply apologize for any offense this may have caused,” Shutterfly tweeted. The company spent much of the day apologizing to users on its Twitter feed.

That message didn’t sit well with many members, some of whom are going through infertility or simply didn’t want a reminder about their childless status. Others joked that the note was several years too late – or early.

“Thanks @shutterfly for depressing me with the welcoming of the new child I don’t have. #fail,” one user wrote.

“Was caught off guard by @Shutterfly’s ‘new bundle of joy’ email this morning. Frustrating for those of us w/fertility issues. #MarketingFail,” said another.

“Hey Shutterfly, I know I’m single and 30, but the ‘Congrats on your new arrival’ email really hurt my ovaries,” quipped a third.

Others were more understanding. “People need to calm down about @Shutterfly’s ‘congratulations email’… Honest mistake. Everyone is way too sensitive,” one Twitter user said.

“People, the @Shutterfly email thing was a harmless goof-up. Get over it,” another person chimed in.

For more, check out some of the biggest tech fails of 2013 in the slideshow above.